May 28, 2009: The man whose image is ingrained as the logo of the NBA (left) is now lending his image, skill and knowledge to the PGA Tour, which said that basketball Hall of Famer Jerry West would become executive director of the Northern Trust Open in Los Angeles and will work to raise the profile and charitable impact of the event. West will help to build out the tournament's "L.A. Legends Club," a group of Los Angeles-area leaders who will serve as ambassadors, assist in educating the community about the Northern Trust Open and will work to further engage the community through public appearances and speaking engagements and drive leads, both in sales and in support, according to the PGA Tour. West's ultimate goal is to raise the profile of the Northern Trust Open "in order to greater impact its charitable beneficiary," the Los Angeles Junior Chamber of Commerce Charity Foundation. "The Northern Trust Open is more than a golf tournament. It's an opportunity to bring all of L.A. together to make an impact on this great city, to grow the programs associated with the event -- those that help children across the city and those that are so desperately needed, especially in these economic times," West said in a statement. "It's an honor to become a part of the Northern Trust Open and work to make this event the absolute best in the world." The 2010 Northern Trust Open is scheduled for February 1-7 at the Riviera Country Club, Pacific Palisades, Calif. Back to Home Page